Mapping the Inbound Marketing Ecosystem
How to use Google, blogs and social media to get found online.




Rick Burnes
Twi...
Agenda


         I.     About Inbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
...
What’s the Next Marketing Hairstyle?




                                                    Flickr: davecobb

    Flickr:...
This Ain’t No Haircut!




    Wikipedia                Wikipedia




4
How Do You Navigate a Complex Landscape? A Map!




       Flickr: WanderingtheWorld



5
Traditional Marketing (Outbound)




6
Marketing Today (Inbound)




7
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




8
8
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
Outbound Is Expensive




10
Inbound Is Cheaper
Why Inbound Is Cheaper
What Is Inbound Marketing?

       Process    Website Visitors        Tools
     Get Found                       Get Found...
SEO




                                 Social
                                 Media




                               ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.    Soc...
How Do You Get to the Top?
Pick Your Keyword Battles




                      Fight for “Ninja” …     or “Ninja Halloween Costume”

     Flick Photo...
Two Sides of Optimization




        On-Page              Off-Page


18
Optimize “On Page”


• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
Half of On-Page SEO Is Invisible

• Description



• Keywords


• Alt text on images
Optimize (Off-Page)

• Recommendations from friends
   1. “I know HubSpot”
   2. “HubSpot sells great marketing software”
...
How Do You Get Links?




             Have something worth linking to.
Blogging Means More Inbound Links




23
How Google Weights Optimization




                  On Page
                   (25%)


                                 ...
SEO




                                 Blog


     Flickr: WanderingtheWorld
25
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social...
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site




                    What’s the difference?
Blog = Better SEO, More Traffic



                               Website      Google            Monthly Unique
          ...
How Many Tickets Do You Have?
What Should You Write About?

       Topics that attract Holly & Larry – your business’ target personas!




     (Holly A...
Content Attracts the Right People




                         Neil Diamond




 Flick Photo: Marciela
What Content Channels Are Best?


•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Get Into the Content Mindset


                        • Make emails into blog posts
                        • Turn forum ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.    Soc...
Social Media Is Now a Staple




     Flickr: anitacanita                 Flickr: sierravalleygirl


                  • U...
PR, Social-Media Style


                       Need to urgently speak with a business that is very
                      ...
PR, Social-Media Style




  Elapsed Time:
   50 Minutes
Social Media Drives Leads


                       HubSpot Social Media Leads




     Twitter is largest category, at >40...
How to Get Started




                               Listen




     Share Your Content

                                ...
What Are They Saying About You?



                                   Places to listen
                                   ...
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Distribute Your Content




43
Conversation & Distribution




     Conversation

              AND



      Distribution




44
What Gets Shared?


     Rarely                           Frequently
     Shared                              Shared




 ...
Blogging Increases Twitter Reach




46
Twitter Plays a Bigger SEO Role




                                   Results
                                    from
  ...
SEO




                                 Social
                                 Media




                               ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.    Soc...
Assess Search Engine Optimization




                http://websitegrader.com/
Measure Blog Subscriptions




• A measure of you blog’s total reach
• A “sticky” number
Track the Whole Funnel

                  Website Visitors




                      Leads




                     Custom...
How to Track Your Funnel




                   Track visitors.



53
How to Track Your Funnel




                   Track leads.



54
How to Track Your Funnel




                   Track customers.



55
Track the Whole Funnel for Each Channel


                                                      Social Media
      SEO Vis...
Why Tracking Via Channels Is Critical




                                                                  Net
          ...
Final Thoughts …




58
It’s an Ecosystem



                                             SEO




                                 Social
        ...
Build Leverage




60
Who Knows How to Put All the Pieces Together?




                                           d.j.k. on flickr
61
HubSpot Puts the Pieces Together




62
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/




Connect with me:
LinkedIn: www.linkedin.co...
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Mapping the Inbound Marketing Ecosystem

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A presentation given by Rick Burnes on Feb. 8, 2010 at the Social Fresh Conference in Tampa, FL. The presentation covers the inbound marketing ecosystem: blogging, search engine optimization (SEO), blogging and social media.

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Transcript of "Mapping the Inbound Marketing Ecosystem"

  1. 1. Mapping the Inbound Marketing Ecosystem How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes February 8, 2009
  2. 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  3. 3. What’s the Next Marketing Hairstyle? Flickr: davecobb Flickr: nopiedra Flickr: Sachaverelle SEO 3
  4. 4. This Ain’t No Haircut! Wikipedia Wikipedia 4
  5. 5. How Do You Navigate a Complex Landscape? A Map! Flickr: WanderingtheWorld 5
  6. 6. Traditional Marketing (Outbound) 6
  7. 7. Marketing Today (Inbound) 7
  8. 8. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 8 8
  9. 9. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  10. 10. Outbound Is Expensive 10
  11. 11. Inbound Is Cheaper
  12. 12. Why Inbound Is Cheaper
  13. 13. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 13
  14. 14. SEO Social Media Blog Flickr: WanderingtheWorld 14
  15. 15. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  16. 16. How Do You Get to the Top?
  17. 17. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 17
  18. 18. Two Sides of Optimization On-Page Off-Page 18
  19. 19. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  20. 20. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  21. 21. Optimize (Off-Page) • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot sells great marketing software” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  22. 22. How Do You Get Links? Have something worth linking to.
  23. 23. Blogging Means More Inbound Links 23
  24. 24. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 24
  25. 25. SEO Blog Flickr: WanderingtheWorld 25
  26. 26. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  27. 27. A Nice-Looking Restaurant Site
  28. 28. Another Nice-Looking Restaurant Site What’s the difference?
  29. 29. Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  30. 30. How Many Tickets Do You Have?
  31. 31. What Should You Write About? Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC) 31
  32. 32. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  33. 33. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  34. 34. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  35. 35. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  36. 36. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 36
  37. 37. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now
  38. 38. PR, Social-Media Style Elapsed Time: 50 Minutes
  39. 39. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 39
  40. 40. How to Get Started Listen Share Your Content Listen More Build Relationships
  41. 41. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 41
  42. 42. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  43. 43. Distribute Your Content 43
  44. 44. Conversation & Distribution Conversation AND Distribution 44
  45. 45. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 45
  46. 46. Blogging Increases Twitter Reach 46
  47. 47. Twitter Plays a Bigger SEO Role Results from Twitter 47
  48. 48. SEO Social Media Blog Flickr: WanderingtheWorld 48
  49. 49. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  50. 50. Assess Search Engine Optimization http://websitegrader.com/
  51. 51. Measure Blog Subscriptions • A measure of you blog’s total reach • A “sticky” number
  52. 52. Track the Whole Funnel Website Visitors Leads Customers 52
  53. 53. How to Track Your Funnel Track visitors. 53
  54. 54. How to Track Your Funnel Track leads. 54
  55. 55. How to Track Your Funnel Track customers. 55
  56. 56. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 56
  57. 57. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 57
  58. 58. Final Thoughts … 58
  59. 59. It’s an Ecosystem SEO Social Media Blog Flickr: WanderingtheWorld 59
  60. 60. Build Leverage 60
  61. 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 61
  62. 62. HubSpot Puts the Pieces Together 62
  63. 63. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes
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